Big Mama’s & Papa’s Oscar debut is by now well recounted: DeGeneres offered to buy pizzas for the assembled A-listers and then pulled a grinning deliveryman with a stack of three boxes onto the Dolby Theatre stage, the Los Angeles Times reports.

The chain, which counts a Sunset Boulevard location blocks away from the awards site among its 20 units, is following up the Oscars with a publicity rampage.

Consider that early estimates peg Oscar viewership at an average of 40.2 million people during prime time, a 9% boost over last year’s preliminary numbers.

DeGeneres’ stunt likely saved Big Mama’s & Papa’s a fortune in advertising: Kantar Media pegged the price of commercial slots during the ceremony at $1.8 million for 30 seconds.

On the pizza company’s website, a photo of DeGeneres in her white suit and scarf dominates the page. The deliveryman, who is identified by the chain as Edgar Martirosyan and “not an actor,” is shown in a red hat and apron serving up a slice to Harrison Ford.

The company’s Twitter account, where Kogi Taco Truck chef Roy Choi is one of more than 5,100 followers, noted that DeGeneres’ talk show put in another order out of Big Mama’s & Papa’s Burbank location.

The chain, owned by Armenian-born Aro Agakhanyan, is now angling to also become the official pizza of the Oscars.